Apple CEO Tim Cook speaks during an annoucement of new products on the Apple campus Monday, June 5, 2023, in Cupertino Image Credit: AP


  • Apple Vision Pro headset to cost $3,499, available early next year
  • New 15-inch MacBook Air laptop runs on M2 chip
  • IOS 17 enhances communications and sharing features
  • WatchOS 10 features redsigned widgets, apps

California: Apple Inc unveiled an augmented-reality headset called the Apple Vision Pro at its annual software developer conference on Monday, its first big move into a new product category since the introduction of the Apple Watch nine years ago.

Vision Pro will start at $3,499, more than three times the cost of the priciest headset in Meta's line of mixed and virtual reality devices that currently dominate the AR/VR market.

Apple's new products

CEO Tim Cook described it as "spatial computing" with the device controlled by your eyes, hands and voice.

"It's the first Apple product you look through, not at," Cook said.

Apple said that Vision Pro has a three-dimensional camera and microphone system to capture videos and pictures that can be viewed in 3D later. The company showed the feature being used by a parent at a child's birthday celebration.


The Vision Pro has two hours of use with an external battery, which Apple said would reduce the weight on the user's head. However, the device must be plugged into the wall or battery pack and there is no standalone use.

Meta's top of the line Quest Pro mixed reality device, which blends virtual reality with a video feed of the real world, offers about two hours of battery life directly on the headset, without an external battery pack.

Shares of the iPhone maker rose 2% to hit a record high of $184.95 ahead of the launch but shares were flat to slightly lower after the announcement.

Apple's human interface chief Alan Dye said that users will select content inside the goggles with their eyes, tap their fingers together to click and gently flick to scroll.

The device also has an exterior display that shows the user's eyes to people on the outside world. The exterior screen goes dark when a user is fully immersed in a virtual world. When a person approaches a user who is in full virtual mode, the headset will show both the user and the outside person to each other. "You're never isolated from people around you," Dye said.

Here are the key takeaways from Apple’s developer conference
Apple’s much-awaited headset will cost $3,499 and come in early 2024. The Vision Pro will usher in “spatial computing” in the way that the iPhone sparked mobile computing, the company said.

While more cautious than other companies, Apple highlighted AI tools peppered throughout its products.

Filling PDFs, automatic transcription, suggesting journal prompts and re-creating your face in augmented reality are some of the AI features touted.

A new 15” MacBook Air will weigh only 3.3 pounds and start at $1,299. A new Mac Pro desktop with the new M2 Ultra chip will be $6,999.

Apple stock hit an all-time high ahead of today’s WWDC as headset-hype built. But after the higher-than-expected price was announced, shares swiftly dipped and reached their lowest point of the day after the presentation.

Industry partners for the new headset include Disney, whose CEO Bob Iger was part of the presentation and said his company’s streaming service will be available on the Vision Pro. Developers on Unity Software’s platform, a popular videogame engine, will also have access to Vision Pro tools, which vaulted company’s stock up 16%.

"You can see them, and they can see you." For work uses, Apple showed how the headset can be used with a trackpad and keyboard to work like a traditional computer with multiple displays.

Apple said that the headset uses a new chip called R1, which is designed to process information from its sensors in less time than the blink of an eye.

Apple says it has been working with Adobe and Microsoft to put their apps on the new headset, as well as Unity, a technology company that works with game developers.

Walt Disney's Disney+ streaming service will be available on day one on the device. Disney has partnered with Apple for years. Disney CEO Bob Iger took the stage in 2005 to announce that some of its most popular television shows would be available for download through the iTunes Music Store.

Apple did not make any major announcements about generative AI products similar to ChatGPT or Google's Bard search engine, but it quietly imbued several smaller features with AI, like live transcriptions of voice mails.

The headset launch will see Apple test a market crowded with devices that have yet to gain traction with consumers and put it in direct competition with Facebook-owner Meta Platforms .

Investors and tech fans alike are focused on how much Apple's view of the virtual reality market overlaps with Meta's.

Meta Chief Executive Mark Zuckerberg has outlined his vision for using headsets to dip in and out of a "metaverse" where people can meet virtually to work, play and spend.

In addition to Meta, Sony Group Corp and ByteDance-owned Pico both recently released virtual reality devices.

Research firm IDC said companies sold a total of 8.8 million headsets last year, down 20.9% from 2021. In the first quarter of 2023, sales more than halved.

Apple updates Macs

Apple also announced a 15-inch MacBook Air powered by an Apple-designed M2 processor chip. The laptop with six speakers will start at $1,299 and be available next week. The 13-inch MacBook Air will drop to $1,099.

Apple updated its Mac Studio desktop machine, saying its new M2 Ultra chip can process artificial intelligence work that rival chips do not have enough memory to handle.

Apple also introduced a new version of the Mac Pro, its highest-performing desktop, with an M2 Ultra chip and a price tag starting at $6,999. The M2 Ultra chip is essentially two of Apple's largest M2 chips bonded together, a similar approach Apple took to boosting the performance of its M1 chips.

Until Monday, the Mac Pro was the last computer in Apple's lineup that still used an Intel chip. Intel fell 3.9% after Apple dropped its chips from its most powerful desktop.

"For PC users, there's never been a better time to switch to a Mac," said John Ternus, Apple's senior vice president of hardware engineering.

The updates combine improvements to high-end machines aimed at the developer crowd at Monday's event with tweaks to messaging and a new Mac Air aimed at a much broader group of customers, including potential switchers to Apple.

Apple introduced small improvements to its iOS software, some aimed at small annoyances like a "NameDrop" feature to more easily share contact information and others focused on safety and security, like a check-in feature to tell contacts when a user has arrived safely at a destination.

Apple said that it was improving the autocorrect feature on iPhone keyboards.

"In those moments where you just want to type a ducking word, well, the keyboard will learn it, too," said Craig Federighi, Apple's software chief. Apple is famous for autocorrecting a common expletive to "ducking".